ABOUT

Samsung's NX cameras democratised photography by allowing amateur photographers to get professional results. The campaign brought this vividly to life by showing how ordinary people - plumbers, analysts, teachers, who just happened to be called David Bailey - could take shots as well as the David Bailey. We recruited 143 of his namesakes from all over the UK, brought them to our secret location in London, trained them, gave them cameras and set them loose to show that with the Samsung NX1000, anyone can shoot like a pro. Through a multi-channel campaign with Facebook at its core, we helped Samsung sell out of the camera in just 11 weeks and increase their market share from 2.8% to 55%.